A brand identity system for a premium hotel

Creating a premium hospitality brand

Stepworks was invited to help develop and document the branded collaterals for Kerry Hotels, a luxury hotel chain by the Shangri-La Group.

The first property was the Kerry Hotel Pudong, Shanghai, a 574-room five-star hotel in a mixed development. Defined by a spirited style and a careful attentiveness, Kerry Hotels offer a luxurious stay with inspirational experiences. 

Stepworks developed the overall design language and established a brand identity system for future Kerry Hotels to follow. In addition, launch collaterals and campaigns for the hotel and several of its outlets were developed within a demanding timeline.


Value created

Premium positioning – Kerry Hotel Pudong, Shanghai launched as a luxury property offering a premium guest experience.

Impactful launch – Meticulous planning and execution ensured a smooth rollout for the property, from soft opening to grand launch.

Effective teamwork – Following the successful collaboration Stepworks went on to help with the branding for the Kerry Hotel, Beijing.


The monogram provides a sense of continuity throughout the property

The hotel’s brand identity became an integral part of the guest experience


Let’s chat

Ask us how we can add value to your business.

+852 3678 8700

19/F, LKF 29
29 Wyndham Street
Central, Hong Kong

Or use our enquiry form

Sign up for Wholehearted Brand Building – a practical how-to series designed to help you get more value from your brand